CAJ | 학술논문

通过文献梳理把源于组织行为学领域中的心理契约引入营销情境，从企业和顾客两个角度分析不同类型的心理契约关系及其影响因素，进而探寻心理契约形成的基本原理，并根据顾客购买过程分析心理契约的形成过程。在此基础上从目标顾客确定、内在实力提升、品牌建立推广、加强互动等方面寻求构建有效心理契约的方法。
통과문헌소리파원우조직행위학영역중적심리계약인입영소정경，종기업화고객량개각도분석불동류형적심리계약관계급기영향인소，진이탐심심리계약형성적기본원리，병근거고객구매과정분석심리계약적형성과정。재차기출상종목표고객학정、내재실력제승、품패건립추엄、가강호동등방면심구구건유효심리계약적방법。
On the basis of the study on the reference, this article led psychological contract theory into marketing context which originated from organizational behavioral research.The aims of the study are to ana-lyze the types and the relating factors of psychological contract relationship, from both enterprises and custom-ers.It also reached the study on the basic principle of psychological contract and the process based on custom-ers’ purchasing activities, as well as the methods used on corresponding academic fields including the Deter-mination of the targeted customers, the promotion of intrinsic strength, brand building and stretching and the interaction between customers and business owners.